British fashion house AllSaints presented Instant Summer campaign that celebrates friendship, communality and escapism. The campaign, shot on location in Goa, embodies the 1990s trance-party scene’s freedom and attitude.
I’ve been going to India for years, both in a professional capacity developing collections with our incredible manufacturing partners, and as a place to escape, to connect with others, to seek refuge, to find myself, to lose myself. Goa in particular offers a unique kind of paradise, one which feels all the more dreamlike given the recent events we’ve all been going through. AllSaints’ summer campaign is an emotive postcard memory of the time we spent there, pre-lockdown. From riding beach motorbikes to wading into the ocean, to dancing at dawn as sun rose on another day. Having the opportunity to share it with you now, it’s perhaps a timely reminder to us all to live in the moment, no matter where or with whom we find ourselves. – Wil Beedle, AllSaints Chief Creative Director
Courtesy of © AllSaints